Democrats Crafting Warm, United Image For Television Audience

July 19, 1988|By MICHELE COHEN, National Correspondent

ATLANTA -- Rising majestically in the convention hall, the three-tiered podium stretches out like wings, seeming to embrace the audience. Soft colors -- rose, cool gray, sky blue -- rim its edges. The traditional red, white and blue can be found only on the huge American flag.

The Omni coliseum may be a cramped site for the 1988 Democratic National Convention, but it looks great on television. And this year, that is what matters most.

From the lighting to the set design, the Democrats fashioned this year`s production to erase thoughts of stuffy politicians emerging from smoky rooms.

``All previous conventions have had this wall up there and it looked like the politburo (policy-making committee of a Communist Party) standing on top of Lenin`s tomb when they have parades at Red Square,`` said Don Fowler, the convention`s chief executive officer, with a look of scorn. ``It really was a barrier, a psychological barrier as well as a physical barrier.``

The new stage, Fowler says, ``gives the sense that this is a people`s operation, not just a bunch of fat-cat politicians.``

The Democrats are treating the convention as a four-night miniseries -- a chance to shape their image as it is beamed nationwide.

Speeches are shorter and more sprightly -- a speech coach has made sure of that. Stylist Michael Sheehan also helped the politicians decide which tie or blazer would look best on camera. An editor helped tighten lines.

For the first time ever, Democrats hired a Los Angeles production team with Broadway credits to help manage the convention. Some of the glitz was cut to fit Michael Dukakis, who cultivates a thoughtful, managerial style.

``A big part of this is bringing Democrats home again, reminding people what the Democratic Party has always been, reminding Democrats who may have gone astray,`` said Michael Shea, a media consultant for Dukakis. ``We want to show what the Democratic Party stands for.``

Mostly, that means images, not issues. Debate over the platform will occur before television prime time today. Democratic leaders even arranged a special symposium during the day to discuss such things as defense, the budget deficit, competitiveness and trade.

Convention planners, a bit defensive about their new-found glitz, insist viewers will see some substance amid the rhetoric and musical numbers.

``We intend to have some good, thoughtful discussion of issues (at the symposium) and you don`t see a lot of that on television, except on PBS`` -- Public Broadcasting System, said Mike McCurry, press secretary for the Democratic National Committee. ``We`re doing substance by day and projecting that substance by night.``

Network producers balked when Democrats sought a commitment on which of their slick, taped convention productions would be aired during prime time. Convention planners expect at least some to make it on TV -- such as the profiles of Jesse Jackson and Dukakis, and an item on the 71-year-old secretary of the convention.

``We are organized and we want people to see that we`re organized,`` said Dan Lee, who coordinated the production planning. ``We want a smooth-running convention.``

That has been anything but the norm at past Democratic conventions.

Democrats will never forget the debacle of 1972, when nominee George McGovern rose to the podium after 2 a.m., while the nation slept. He got a similar reception at the ballot box.

In 1984, speeches dragged on for hours. Voters switched off their television sets and ultimately gave the Democrats their greatest drubbing ever.

1964 was the last time the Democrats combined both unity and hype in their convention hall, when a Broadway singer crooned ``Hello, Lyndon`` to the tune of ``Hello, Dolly.`` Even then, conflict threatened to spoil the show.

Republican political consultant Eddie Mahe predicts similar tensions could throw off the Democrats` well-tuned plans.

``Everybody who has a key role has to sign on to the main script,`` he said. ``It is at this point at least possible that Jesse Jackson hasn`t signed on to the script.

``If that doesn`t happen, I don`t think any Hollywood production in the country could convince the American people that Michael Dukakis is a good manager.``

Network producers likewise are skeptical that the Democrats will follow their clockwork schedule.

``I think we`re going to have the possibility of run-overs Tuesday and Wednesday,`` said Lane Venardos, CBS executive producer of special events.